GUESTOLOGY

• Guestology


  The scientific study of the behaviors, needs and expectations of people in a service environment, and how to use that knowledge to optimally manage a service organization
• Guestologist


  Someone who practices guestology
• Guestology


  • Focuses on serving the guest
  • Consistency in service
  • Efficiency in service
  • Guests defining quality and value
  • Knowledgeable employees
  • Commitment from the top of the organization
  • Processes that allow service to continually improve
• Seven Deadly Sins of Service

  • Apathy
  • Brush-off
  • Coldness
  • Condescension
  • Robotics
  • Rule Book
  • Runaround
• Customers, Guests, and Clients


  In the hospitality and tourism business, they play a significant role in the operations. To understand their behavior and to strategize the efforts of the company, it is important to identify and match each need to each type of customer.
• Five Basic Types of Customers

  • Loyal Customers
  • Impulse Customers
  • Discount Customers
  • Need-based Customers
  • Wandering Customers
• Loyal Customers


  • They represent no more than 20% of the customer base but drive majority of the sales revenues
  • They are more likely to be the bearers of positive word of mouth and likely to recommend the company's service products
• Impulse Customers


  • They are receptive to recommendations on products
  • They are the best type to do suggestive selling
• Discount Customers


  • They are contributory to a company's cash flow because the products which are seldom purchased at full price are actually availed by these customers as best markdowns
• Need-based Customers


  • They buy for a specific reason and occasion, and because of this, it may be difficult to convince them to upsell
  • They are adept in avoiding any attempt for upselling and will immediately leave after they are done getting what they need
  • They are also easily drawn to other businesses, much more if the price is cheaper and the alternative product can also serve its purpose
• Wandering Customers


  • They generate the largest amount of traffic as they have no specific need or desire in mind but yield the smallest percentage in sales revenue
  • They enjoy social interaction while shopping
• Internal Customers


  • People who depend on and "serve" each other within the hospitality entity
  • The service given to an external customer should also be the same with an internal customer. The expectations, which are to be satisfied for an external customer should be the same with that of an internal customer.
• Quality


  The measure of quality for the guests is based on the difference between their expectation and their experience
• Value


  To measure the value derived from a guest experience, we need to match if the costs incurred total equal to the quality of the experience
• Customer defines value


  Since the tourism and hospitality industry is a guest-centered or customer centered industry, ultimately, it is the customer who defines value
• Basics of Guest Service


  • Become familiar with your customers, survey them
  • Demonstrate your dedication to your customers
  • Tell your customers what they can expect, then keep your word
  • Develop your expertise and maintain consistency
  • Treat all your customers and workers with the same high level of respect
  • Apologize if you are wrong
  • Remember that credibility is much harder to regain than it is to attain in the first place
• Types of Service

  • Assistance Service
  • Repair Service
  • Value-Added Service
• Assistance Service


  Involves basic service and meeting the expectations of the customer. Crucial to any business.
• Repair Service


  Fixing a problem for a customer. It may have been a fault of the business. It is reactive, instead of proactive.
• Value-Added Service


  Involves exceeding customers' expectations.
• A term originated by Bruce Laval of The WaltDisney Company.
• Klein (2014) mentioned in her study thatguestology involves knowing the guests orclients and their needs and wants,perceptions, and expectations.
• what is the four concept g of guestology

  guestology, quality standard, delivery systems, integration